Ad tech Mobile Mix: from “Sorta” to Portable
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This document outlines 4 steps for marketers to move from a "sorta" mobile strategy to a truly portable one: 1. Know your market by understanding mobile and social growth trends and opportunities. 2. Define a strategy focused on subscriber value, relevancy, urgency, portability, and frequency of interactions. 3. Take action by testing mobile polls, alerts, customer service, and using mobile to start conversations. Social media is also portable. 4. Put it all together using an interactive marketing hub to power different messaging types.
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Ad tech Mobile Mix: from “Sorta” to Portable
- 1. from “Sorta” to PortableFour Action StepsTowards portability
- 3. Step 1: KNOW yOUR MARKET
- 4. MOBILE AND SOCIAL LEAD GROWTH
- 5. MARKETERS ARE JUST GETTING STARTED 4 out of 5 online retailers have no mobile presence eMarketer 4/2010
- 6. 80% of respondents believe marketers should reimburse them for the cost of commercial text messages.
- 7. Step 2: Define A STRATEGY
- 11. Step 3: Take Action (Test!)!
- 12. MOBILE POLLS & ALERTS
- 13. MOBILE CUSTOMER SERVICE CALLS TEXTS
- 14. MOBILE TO START THE CONVERSATION
- 16. 62% audience participation in inbound text program (Text Capture)
- 18. YES, SOCIAL IS PORTABLE TOO
- 19. Step 4:put it all together
- 22. POWER ALL TYPES OF INTERACTIVE MESSAGING
- 24. MMA Global Code of Conduct
- 25. Sign-up for Mobile Insider
- 26. Text is Next: Mobile Marketing Whitepaper
- 27. Field Guide to SMS
- 29. eMarketer Research RECOMMENDED READING LIST
- 30. Know Your Market Define a Strategy Take Action (Test!) Put It All Together FROM “SORTA” TO “PORTABLE”
- 31. R. J. TalyorDirector, Product MarketingExactTargetrtalyor@exacttarget@rjtalyor
Editor's Notes
- Talking Points:Note: Update this slide with the prospect/client name.
- Increased list size by 2,000 subscribers through text (Text Capture) and web forms (Smart Capture)
- Talking Points: Marketers need an interactive marketing hub: ExactTarget is the central point for all digital marketing communications. ExactTarget provides a single control point for sending messages and managing interactions. Marketers need a single point to manage all data:ExactTarget offers the most robust platform to aggregate any type of marketing data (e.g. CRM, POS, web analytics) with their tracking data to provide a complete profile of customers for marketing, remarketing and transactional messaging. Power multi-channel interactive marketing programs: ExactTarget powers permission-based messaging across all digital channels, including email, mobile, social and sites.
- Talking Points: Marketers need an interactive marketing hub: ExactTarget is the central point for all digital marketing communications. ExactTarget provides a single control point for sending messages and managing interactions. Marketers need a single point to manage all data:ExactTarget offers the most robust platform to aggregate any type of marketing data (e.g. CRM, POS, web analytics) with their tracking data to provide a complete profile of customers for marketing, remarketing and transactional messaging. Power multi-channel interactive marketing programs: ExactTarget powers permission-based messaging across all digital channels, including email, mobile, social and sites.
- Talking Points:We work with the most sophisticated marketers in the world: ExactTarget is the interactive marketing platform powering all types of digital messaging (marketing and transactional) for all segments, including some of the biggest brands in the world across all segments.We power millions of messages an hour: . . .and hundreds of millions of dynamic, live, personalized and targeted messages each day. . .andbillions each month for these companies.We apply what we’ve learned: All clients benefit from working with ExactTarget due to constant innovation required to power the most sophisticated interactive marketing programs in the world. Select Client Examples:Best Buy:Best Buy is one of ExactTarget’s most sophisticated senders, using the ExactTarget Enterprise Edition to power marketing and transactional messaging for Best Buy in-store, BestBuy.com, Geek Squad, and Reward Zone.Careerbuilder:Worked with ET Design and Deployment team to redesign email template using Taguchi research results and ET design best practices. Results paid off—new job seeker email generated an impressive 88% lift in conversion.Dave & Buster’s:Enterprise Edition allows the company to send triggered emails and offers to members of the Dave & Buster’s Rewards Program. The platform also provides the company with comprehensive email tracking, subscriber list segmentation and allows local stores to send corporate branded emails with notifications of local events and offerings. Nationwide:Use scripting to build HTML eStatements. Pass data in and manipulate display dynamically such as which template to use based on the amount of data and regional agent information.Sky Mall:With the help of ExactTarget consulting services, SkyMall is one of the very first ET clients to utilize our productized Goodmail A/B split testing to evaluate the viability of Goodmail for SkyMall.Papa John’s:Enterprise Edition enables franchisee’s to create and deploy their own emails that meet corporate branding. Also use SMS functionality for coupons and mobile capture for list growth. Have leveraged Social Forward to build a fan base on Facebook.Pier 1 Imports:ET powers email marketing messages and use ET landing page technology for web-based subscription center. The integrated online site allows consumers to subscribe to receive messages via email, direct mail or both. The technology also automatically updates Pier 1 Imports’ data management system, which holds its subscriber list for ExactTarget-powered messages. Pier 1 also used SMS text messaging to capture information regarding sweepstake registrations and email subscriber information. Scotts Miracle-Gro: Able to dynamically generate thousands of individualized recommendations from a single email template. These recommendations are based on the customer’s zip code, grass and garden type, and continually changing variables such as weather and other local growing conditions.
- Talking Points:Note: Update this slide with the prospect/client name.